Examine the main competitors serving the same target market(s). For much more detail on analyzing competitors see the Preparing a Market Study Tutorial. This section may also benefit from the use of comparison tables. (Length: 3-4 pages).
1. Describe direct competitors in terms of:
- Target markets served
- Product attributes
- Pricing
- Promotion
- Distribution including the distributor network(s)
- Services offered
2. Discuss competitor’s strengths and weaknesses:
- May need to consider much more than just marketing issues such as:
- financial standing
- target market perception
- R & D capabilities
3. Discuss competitive trends:
- May need to include discussion of future competitive threats